Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Front Cover
Information Resources Management Association
IGI Global, 2016 M12 23 - 1806 pages
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:
  • Brand Equity
  • Brand Identity
  • Crowdsourcing
  • Customer retention
  • Digital Metrics
  • Global Advertising
  • New Media
  • Product Development
  • Social Media

What people are saying - Write a review

We haven't found any reviews in the usual places.

Other editions - View all

About the author (2016)

Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries.

Bibliographic information